Neon & Lightbox Merger
After Sky Television bought Lightbox in February 2020, we used customer data and extensive customer research to shape a multi-step micro targeted direct marketing campaign for subscribers to both services, migrating both to the new platform and in particular transitioning a significant amount of Lightbox customers to paying for the service for the first time, as most Lightbox subscribers got it free previously as Spark customers.
The result? We have boosted streaming users by 80%, converted a third of our large Lightbox free base to paying, in the process more than doubling Neon’s existing base, and simplified the competitive environment – Neon is now NZ’s most popular locally-owned paid subscription video on demand (SVOD) service.
TVNZ NZ Marketing Awards 2021
WINNER – NEON (Sky TV) – Utilities/Communications